An exploration of rule configuration effects on the ethical decision processes of advertising professionals

The ethical perceptions of advertising professionals are explored regarding 2 child-oriented television advertising issues: deceptive messages and host selling. Differences in ethical evaluative and decision processes are investigated for both issues, using 2 evaluative rules. The results indicate t...

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Veröffentlicht in:Journal of the Academy of Marketing Science 1996, Vol.24 (1), p.66-76
Hauptverfasser: LaFleur, Elizabeth K, Reidenbach, R Eric, Robin, Donald P, rest, Pj
Format: Artikel
Sprache:eng
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Zusammenfassung:The ethical perceptions of advertising professionals are explored regarding 2 child-oriented television advertising issues: deceptive messages and host selling. Differences in ethical evaluative and decision processes are investigated for both issues, using 2 evaluative rules. The results indicate that variations in advertisers' ethical judgments and ethical intentions are affected by the type of rule(s) used during the evaluative process, and by the degree to which the rules are embraced. The article concludes with recommendations for advertising management and implications for future research.
ISSN:0092-0703
1552-7824
DOI:10.1007/BF02893938